How do you build a successful business? While there are numerous factors involved, one of particular importance is the need to develop a unique focus differentiating you from the competition. If you simply do what others in your industry do, you won’t get far because the lion’s share of business will go to companies that have already established their presence in the marketplace.
You also need to get noticed, and the way to do this is to decide on a marketing strategy that will help define your leadership role. This strategy might be using simple, proven techniques like business networking to build relationships or they might be something as cutting-edge as using AR and VR marketing to wow your audience.
Naturally, your marketing budget will play a huge role in helping you craft your marketing strategy. The larger your budget, the more ways you can market. But this could be a problem if you’re just starting out.
Assuming that you don’t have a large budget, can’t afford to outsource your marketing, and plan to do your own promotions, how would you develop an effective marketing strategy? It’s actually simpler than you might think. You can build your brand, whether you are an online or offline business, through your community, through networking, and through public talks.
Leverage Your Community
Let’s suppose you’re a wildlife photographer who wants to sell photography art prints. You’re just back from Africa, where you’ve been on a whirlwind tour of famous safari parks, from Tsavo National Park in Kenya to Kruger National Park in South Africa. You now have an amazing collection of “the big five”—lions, elephants, buffalo, leopards, and rhinos–that you would like to sell.
One simple way to let others know about your work is to leverage the power of your community. Speak to local coffee shop owners, schools, churches, and other places where you can display some of your prints.
It’s a win-win situation. A coffee shop, for instance, will acquire instant art décor, making it a much more attractive venue for patrons than chain store coffee shops with bland environments.
Go Online to Develop a Huge Network
Online networking can help you connect with people without having to leave your office or store. By signing up at social media sites like Facebook and LinkedIn, you can quickly establish a business network.
Since you’ll be linking with people and businesses directly and with their network of connections indirectly, you can create a large network consisting of hundreds, even thousands of contacts.
Attend Business Meetings to Build Great Relationships
Business networking is less efficient, but it is easier to develop a rapport with people when you speak to a person face-to-face. In addition, you are much more likely to create partnerships and act on business opportunities with people you meet than with names and photographs on the internet.
To be successful at business networking you need to develop a polished elevator speech. When you think about it, you have less than a minute to make a positive first impression. So, you need to choose your words carefully, accurately describing who you are, what you do, and how you can be helpful.
Give Public Talks at Service Clubs
If you happen to be a subject matter expert in something and feel confident about public speaking, then you have a good chance of connecting with a large number of people through your speeches. Returning to our previous example of being a wildlife photographer, you will find many people eager to hear about your fascinating safaris and glean some photography advice.
The interesting thing about giving public talks is that your reputation as an authority builds quickly and you will get numerous invitations to speak. What’s more, you’ll find yourself getting better with each talk as you’ll learn how to read your audience’s reactions to your jokes and anecdotes and tips.
In conclusion, think of marketing as something that you can scale up. When you start, you can focus on cost-effective but time-intensive ways of building your business. Later, when you have more money than time, shift to strategies that can be outsourced, like radio advertising, which will require hiring a good copywriter, voice talent, and sound editor.
